This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation...
To Be Published December 14th 2014 by Routledge
The Management of Customer Relationships in European Industrial Markets
This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive original research by the International Marketing and Purchase Group. The book reports on that research, in particular pointing out the...
Published March 20th 2014 by Routledge